How to show traction, even when growth is slow
Financial pressure mounts on impact and climate focused startups
Hey there,
This investor reporting season, founders are facing increased pressure to show real traction. Of course the headline is usually revenue, but real traction is a combination of factors like brand trust, channel fit, and credibility that show you've reached an audience who gets it.
These real-world factors may be having an impact on your ability to back up your marketing claims, prove product-market fit, and earn trust across both B2C and B2B channels, all things that show traction, and ladder up to that all important bottom line:
The EU Green Claims Directive was established to address the fact that 53% of green claims are vague or misleading and in April 2025. More brands are getting caught out, with asset manager DWS getting fined €25 million in April 2025, not only eroding their bottom line but sacrificing customer trust too.
Investors sharpening their focus on ESG compliance, as regulation increases in Europe and beyond. These shifting expectations means businesses need data-backed hypotheses and a tracking system to back up growth claims.
Procurement teams are under increasing pressure to track, assess and report ESG performance across all supplier tiers, a key driver influencing B2B buyers for sustainable brands
Our latest events and resources are focused on helping you move from assumption to evidence, picking the right channels and messages to deliver that all important traction and sail through your next investor meeting.
Insights and resources
Most startups fail not from lack of ambition, but from untested assumptions. Drawing from his experience at Bloom & Wild and Flashpack, Faris Aziz share the top 5 leading indicators of traction, so you can turn up to your next investor meeting with data-backed strategies for growth.
▶️ Get the free article here
Ready to get scientific with finding product-market fit? Our full programme on hypothesis-led testing, data confidence, and assumption tracking is available now as part of your membership.
▶️ Start now as part of your membership
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